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What it is: The five print ads in the "Christmas" campaign recommended really cheap and unappealing gifts like a sink plug to buy other people so the shopper can splurge on herself, the same theme as the integrated "Sorry, I spent it on myself" effort that won the promo & activation category earlier. The print ads included "Sink Plug," "Wire Wool" and "Gravel."

Why it won: "The Grand Prix is more about what sign you want to send to the industry," said jury president Remi Babinet. He said all the judges "minus one" favored the campaign for its simplicity, freshness and irreverence. Damon Stapleton, exec creative director of Saatchi & Saatchi in Australia, noted that being integrated into a campaign is important for the print piece.

The jury: Mr. Babinet, who chaired the jury, is founder and creative director of Havas-owned BETC, France. Asked about overall trends in the print category, Kalpesh Patankar, creative director of Y&R Dubai, said there were "a lot of animals."

Controversy or clear winner: The other campaign considered for a Grand Prix was a series of six print ads for Buick cars, done by Lowe China in Shanghai for Shanghai General Motors, a joint-venture between GM and a Chinese car company.

Lions awarded: The print jury awarded 17 gold Lions, none of which went to the U.S. Brazil, which usually stands out in print, won two gold awards, for an emotional support hotline (Leo Burnett Tailor Made) and Bayer aspirin (Almap BBDO). Peru, which won its first Grand Prix at Cannes this week, in the media category for McCann Lima's "Happy ID" work for Coca-Cola Co., picked up a press gold for Intralot's La Tinka, a local lottery.